Creative Content Australia and HOYTS launch new campaign to tackle piracy
Creative Content Australia (CCA) has launched an anti-piracy campaign alongside some of the biggest names in the media industry.
The campaign, commencing this week, comes after data released by CCA revealed that more than 2 million Australians who admit to visiting illegal streaming or pirate sites experienced a form of online crime.
CCA chair Chris Chard said the link between cybercrime and piracy is stark.
“People who use these sites are three times more likely to experience identity theft, fraud or hacking, compared to people who only access entertainment via legitimate means. The risk is high, and it only takes one visit,” Chard said.
“This campaign aims to educate and protect consumers, along with the content industry, which is unfairly impacted by the use of these sites as they make significant revenues without any money flowing back to the creators or rights holders.”
Cinema giant The HOYTS Group has backed the campaign with three TV commercials highlighting the risky nature of illegal streaming sites and the scale of cybercrime issues for Australians.
The HOYTS Group director of sales, marketing and content and CCA board member Stephanie Mills said the enduring issue of film, TV and sports piracy threatens the industry’s stability and growth.
“Piracy not only results in substantial revenue losses but also imposes cyber risks to consumers. It is essential for us to unite in support of the creative community by highlighting the importance of protecting intellectual property and promoting safe and legal content consumption.”
The campaign will be complemented with in-kind advertising from Foxtel, Val Morgan, Seven Network, SBS, Network Ten, ARN, Fetch, QMS, oOH, Optus Sport, Flicks, and Just Watch.
The HOYTS Group worked with RMK and TOAB to bolster the campaign, enlisting Australian creative talent to back the initiative.
Subscribe to the daily newsletter
Have your say